Market Segmentation Analysis And Marketing Strategies On DJI’s A Comsumer Drones

As an emerging high-tech product,consumer UAV is developing rapidly at an incredible speed,and the market scale is expanding.More and more entrepreneurs of consumer UAV products enter the industry,which makes the competition of consumer UAV industry gradually white hot.In the environment of the popularity of smart phones,especially with the emergence of i Phone,the chips and related sensors in the smart phone industry have realized miniaturization,batch and low cost,making it possible to make easy to operate and small consumer UAVs.On the premise of the rapid development of the consumer UAV industry and more consumers’ recognition of consumer UAV products,in the face of more fierce market competition,in order to win the market share in China,DJI company should not only maintain the leading consumer UAV product technology,but also how to formulate the marketing strategy with lasting competitive advantage,It is also the key for DJI consumer UAV products to win the competitiveness of the Chinese market.This study takes DJI company as the research object,and focuses on the in-depth research on the Chinese market segmentation marketing of DJI consumer UAV products.This study analyzes the background and significance of the research,summarizes the research results of domestic and foreign scholars on the marketing and market segmentation of consumer UAV products by using the method of literature analysis,and puts forward the innovation of this study.After that,this study introduces the relevant concepts and theories,including the concepts of consumer UAV and marketing,and analyzes the basic content of marketing theory from three aspects: STP,4P and SWOT theory.Then,combined with the basic situation and marketing theory of DJI consumer UAV,this study comprehensively analyzes the current marketing situation of DJI consumer UAV in China,studies the political,economic,social and cultural environment and technical environment of DJI consumer UAV marketing in China,and uses 4P theory to study the current situation of products,channels,prices and promotions.Then,analyze the segment market of DJI consumer UAV,analyze the distribution characteristics of consumers from the perspective of age,income and preference orientation,and study the consumer oriented segment market of UAV,so as to provide basis for the targeted positioning analysis of DJI consumer UAV.Finally,according to the above analysis results,this study puts forward to optimize the existing marketing strategy,and optimize the Chinese marketing strategy of DJI consumer UAV products from four aspects:product,channel,price and promotion;Determine the target market for future development,including implementing market segmentation positioning,clarifying product market objectives and identifying product market positioning;Introduce other emerging marketing measures,including live broadcast marketing measures,online Red marketing measures,short video marketing measures and wechat diversified marketing measures.